Pinterest Debuts Fresh Video Tools for Brands

The facts:

• Pinterest introduced four video-related updates for creators and brands on its platform. The image-pinning platform revamped its video uploading tool to let creators and brands seamlessly upload video content directly, per a blog post.
• L’Oréal, Giada De Laurentiis’ Giadzy, Tastemade and PureWow are among the brands using video on Pinterest to spark inspiration and tell a story. Pinterest said it has seen a 31% jump in searches for inspirational videos in the past year, while its users are 54% more likely to say they were inspired to action by videos on Pinterest than on other social media platforms.​
• Pinterest business profiles now include a new videos tab that lets marketers feature all of their video content in one place. The company also added video analytics tools to give businesses data on lifetime views and insights into their video performance. Creators and brands can use Pinterest’s Pin Scheduler to set up video posts in advance. Pinterest announced the updates as content creators and their fans gather at the VidCon conference in Anaheim, California, July 10-13.

What you need to know:

Pinterest is highlighting its latest video capabilities as consumer shift their viewing habits to mobile devices and advertisers boost spending on social video. Pinterest said videos on its platform don’t disappear in feeds as they do on other social platforms, making them easier for viewers to discover. ​Pinterest users are more likely than average U.S. adults to be more adventurous, sensitive and materialistic, per a survey from YouGov published on Forbes. Those characteristics make users of the image-pinning platform a desirable target for marketers in industries such as travel, music, food and technology.

By expanding video content on its platform, Pinterest seeks to engage an audience that is smaller than for other social media companies. Pinterest has 265 million monthly active users compared with Facebook’s more than 1 billion, adding to the challenge of appealing to advertisers who are seeking greater scale with comparably less effort. U.S. adults this year will spend more time using their mobile devices than they’ll spend watching TV, eMarketer estimated last month.

Read more: https://www.socialmediatoday.com/news/pinterest-debuts-fresh-video-tools-for-brands/558556/